NIEHSEnvironmental Solutions to Obesity

in America’s Youth

June 2, 2005

Brief History of America on the Move (AOM)

•2001 Colorado On the Move – pilot project•2002 Governor Owens launches Colorado on

the Move as Statewide Program•2003 America On the Move national launch•2004 20 AOM State Affiliates•2005 AOM Day of Action

AOM Research

• Wyatt et al. J. Physical Act & Health1:181-190, 2004• Wyatt et al. Med. Sci Sport & Ex 37:724-730, 2005

NIEHSEnvironmental Solutions to Obesity

in America’s Youth

June 2, 2005

155 Million Americans are Seeking a Healthier Lifestyle

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7 in 10 Americans aged 13+ are trying to lose weight– Similar to smoking and not wearing seat belts, the majority of Americans

know the risks of obesity and being overweight.

But we still have a public health crisis– The effects of obesity on our children, families and communities are far-

reaching but can be prevented and are reversible

• Nearly two-thirds of the American population is overweight or obese*• Obesity is a greater trigger for health problems and increased health spending

than smoking or drinking. Individuals who are obese have 30% to 50% morechronic medical problems. **

• More children are overweight than 10 years ago and we are raising a generationof children who are at risk to die before their parents due to obesity relatedillness***

* U.S. Health and Human Services, 2003** Roland Sturm, UCLA/RAND *** Minnesota Medical Association

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We know we need to change behavior, but…how much change is needed?

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America On the Move® MissionTo improve health and quality of life by promoting healthful eating and active living among individuals, families, communities and society.We do this by:• Bringing scientists and non-scientists together from multiple disciplines

to synthesize and stimulate new knowledge

• Effectively translating cutting-edge science into accessible information and processes for easy use by individuals, groups and organizations that can positively affect health behavior

• Empowering individuals to take control of their own health by initiating and sustaining small measurable changes, and enabling them to take action to improve the health of their families and communities

• Applying the small change approach to environmental and social change

So, what’s it all about?• AOM is a national obesity prevention and healthy lifestyle initiative

designed to help people make small changes in their physical activity andeating choices, and take action in their communities to promoteenvironments that foster and sustain a healthy weight.

– 78% of Americans believe that making small changes can improve their health*– Just 9% believe that only big changes will improve their health*

• A fun, easy, science-based approach that easily integrates into busylives

• A nationwide network of grassroots Affiliates creating and sustainingcommunity change

• A public-private effort bringing tested programs with proven results tothe community - schools, worksites, faith-based groups, legislators, etc.

*America On the Move, Harris Interactive, June 2003

SIMPLE • FUN • FLEXIBLE • EFFECTIVE

Engaging Americans

National Public/PrivateWebsite/1-800# Affiliates Delivery Partners Partnerships

America On the Move Programs

The Consumer

A Healthier Lifestyle begins with Balance

Small Daily Changes = BIG Results

Achieving energy balance can stop the average yearly weight gain of one to two pounds

and halt the spread of obesity

Steps and BMI

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Steps

BMI

Figure 7: Steps Per Day by BMI

NormalOverweightObese

Normal weight individuals average about 2000 more steps/day than obese individuals

Average Steps/Day in 3 SurveysMen Women % obese

Colorado 6733 6384 16.0

U.S. 5940 5276 22.8

Tennessee 4547 4730 25.0

Real People, Real Results

Program to Date 3/05Total online participants N = 125,000Assessment Completion N = 85,000

Participants Tracking stepsIncreased daily steps by 2000 or more 34%

Participant Activity PatternSedentary - < 5000 steps/day 32% DecreaseLight active - 5000 – 7499 steps/day 14% DecreaseModerate active - 7500 – 9999 steps/day 6% IncreaseActive to highly active - 10,000 or > steps/day 48% Increase

Weight Management StatusMaintained weight 34%Lost weight 38%Gained weight 28%

AOM Affiliates:A Nationwide NetworkAOM Affiliates are reaching millions of Americans with the message of small changes and how to manage weight effectively through energy balance. They accomplish this by:

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Holding multiple events each year thatattract local PR

Serving as ambassadors at conferencesand health fairs

Creating PSAs that air on television andradio stations

Working with local government to issueproclamations and increase AOM visibility

Fighting the Obesity EpidemicAmerica On the Move (AOM) provides a variety of tools to both individuals and groups to help them take action, make change and achieve results. But we can’t do it alone

• America On the Move seeks to partner with other organizations concerned about our nation’s health risks due to obesity, and leading corporations that understand the need for innovation in the marketplace to improve health and help stem the tide of the obesity epidemic.

• Our game plan calls for a:Wake Up create awareness and understanding of the issue Step Up engage and inspire individuals to take action Shape Up lead in activating practical program solutions Stand Up help promote advocacy and policy changes

National Delivery PartnersLike-minded nonprofits help broaden AOM’s reach:•

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Partners bring AOM programs to life in local communities across the nation.

Collaborate with AOM to activate customized programs

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American Association of Cardiovascular and Pulmonary Rehabilitation (AACVPR)

American Diabetes Association (ADA)

American College of Sports Medicine (ACSM)

National Coalition for Promoting Physical Activity (NCPPA)

YMCA of the USA

National Urban League (NUL)

National Council of La Raza (NCLR) – in development

AOM Partners & Supporters

AOM in the Press600 million+ media impressions since July ’03

America America On On the the Move Move Day Day of of Action Action September September 28, 28, 20052005

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Goals:• Challenge all Americans to experience how easy it is t

achieve energy balance and stop weight gain by takina pledge to:

Move more - Add an extra 2000 daily steps Eat wisely -- Choose a smart way to eat 100 fewer calories

• Get millions of Americans On the Move as participants in walk events to be held simultaneously across the U.S. at local YMCAs, schools, worksites, community organizations and state capitols.

• Recognize and announce the state engaging the most participants as this year’s “Healthiest State On the Move”

How Are We Getting the Word Out?

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• A comprehensive media plancoordinated with partnerorganizations will promote Day ofAction messages and activities anddrive consumer awareness andparticipation.

• Our national spokesperson, to beannounced, will help make AmericaOn the Move Day top-of-mind amongconsumers through mediainterviews, television appearances,and a satellite media tour.

Projected Media ImpressionsEvent Component ImpressioNational AOM Day press announcement 10 milli

National Spokesperson appearances 35 milli

Governors’ Challenge 25 milli

National AOM Day coverage 50 milli

Post-event coverage 10 milli

AOM Affiliate-generated impressions 20 milli

TOTAL 150 milli

America On the Move Day of Action will mark the launch of our comprehensive social marketing

campaign designed to help consumers understand the concept of “energy balance”.

Grassroots Success Stories

Highlights fromAOM Affiliates across America